From the monthly archives:
You can find all kinds of opinions and “rules” about what it takes to make your advertising work—and they certainly have their place.
But in the final analysis, the rules don’t matter much if you’re not saying anything that really connects with readers. Read more…
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“I have seen one advertisement actually sell 19 ½ times as much goods as another.” So wrote John Caples in his classic book, Tested Advertising Methods.(
But what do you have to do to get results like these? What kind of headline, pictures and copy should you use? Finding out these things is difficult, says Caples. “It is easy to get opinions on these questions. It is hard to get facts.” Read more…
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